How to Improve Search Engine Rankings
Let’s face it, not every website will have its pages ranked on page one in the search results. But, that doesn’t mean you should give up. Since SEO is a long-term strategy, I believe persistence can indeed payoff. At the very least, you may improve your search engine rankings even if you don’t get on page one. For some, perhaps they’ve lost some of their high rankings following a Google algorithm update. Whatever the case may be, it’s imperative that you have a baseline from which you can determine whether or not your SEO efforts are paying off.
There are many tools out there for professional SEOs that can help you assess your organic positions for keywords and those of your competitors. Spyfu , MOZ, SEMrush to name a few. MOZ, for example, has their own predictive scoring methodologies called Domain Authority and Page Authority. These tools can be extremely helpful to SEO professionals in understanding where their clients’ websites stand today relative to their competition and then gauge progress from their efforts from there.
That said, I will break this topic up into several parts. Here is part 1:
Keyword Research, Analysis, Selection
If you’re doing SEO for a local business’ website, let’s say XYZ Personal Injury Lawyer in Aspen, CO, researching, analyzing and then selecting the keywords which people actually search for when looking for a personal injury lawyer in Aspen, CO is crucial. Therefore, which would likely be the best keyword to target in the above example?
b. Lawyers Colorado
c. Lawyers Aspen CO
d. Personal Injury Lawyers Aspen CO
If you picked “d”, you would be correct. Seems obvious, but why? First, there is much less competition when you select keywords that are long tail. Second, that long tail keyword is more specific and closer to the actual keyword search that someone who lives in Aspen, CO would do.
What if you determined that XYZ Personal Injury Lawyer is one of the few PI attorneys in Aspen who focuses on dog bite injury cases which generates some sizeable settlement dollars? You could then target “dog bite lawyer aspen co”. So, although there may be fewer searches for this keyword phrase, there would also be much less competition in the search results and therefore, be easier for XYZ Personal Injury Lawyer to rank AND that keyword phrase is for a much more specific type of personal injury making it more relevant to the person who has suffered a dog bite injury, lives in Aspen, CO and is searching for an attorney to specifically handle that type of personal injury case.